At the beginning of 2017, the mortgage market was enriched by the launch of a new brand. A service provider that does things a little differently: Freek. Freek not only helps people find the best mortgage but also continues to take care of it throughout its entire term.
From pitch to brand launch in 12 months
After our winning pitch in early 2016, Ministry of Marketing and Studio Ruig were commissioned by four former franchisees of De Hypotheekshop to further develop and refine the new franchise concept. By early 2017, we successfully launched the brand “Freek, zorgt voor je hypotheek” (“Freek, takes care of your mortgage”) in the market. Between October and December 2016, the website was created, videos, photos, and printed materials were produced, and the facades of the first seven branches were fitted with the new logo and tagline. The interiors were equipped with stylish branded signage. There are currently seven Freek branches in and around the Randstad region: Alphen aan den Rijn, Amersfoort, Bodegraven, IJsselstein, Noordwijk, Voorhout, and Zaandam. With local campaigns, Freek was introduced to each of these markets in a highly targeted way.
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The identity of Freek
The mortgage market has largely operated in the same way for years: there’s plenty of advice and support when arranging a mortgage, but once everything is finalized, communication tends to stop. The launch of the Freek brand changes that. Freek doesn’t wait—he takes care of your mortgage. From signing to the final payment. Freek offers great convenience online and guides you to the right mortgage. After that, Freek stays with you throughout the entire term by checking in each year to see if any life changes might affect your mortgage. He stands for high-quality, personal service. Freek is genuinely interested, approachable, proactive, and loyal. As approachable as a good neighbor. Freek’s visual identity reflects these qualities, giving the brand an authentic and accessible character.
Market research lead to Freek
While analyzing the market, we discovered that consumers seek a personal and genuine connection with their mortgage advisor. They prefer to be proactively guided through life changes and want clear insight into how those changes affect their mortgage. We also found that a real name inspires trust, that consumers like to stay in control, and that they value easy access to advice. Moreover, women proved to be the decisive factor, responsible for over 85% of decisions related to choosing, buying, and building a home. Freek was developed based on these insights.
